Jason Wu, artistic director of Boss, has melded architecture and nature for the brand’s spring campaign.
Shot in Montauk, N.Y., by Inez van Lamsweerde and Vinoodh Matadin, the campaign uses a house and its grounds in different ways, “playing with movement and perspective,” according to the company. The men’s wear is angular and masculine, employing sharp architectural lines surrounded by the silhouettes of trees and leaves. The women’s looks are softer and feminine and focus more on nature, with the house disappearing into the horizon.
Models Clément Chabernaud and Anna Ewers are featured in the campaign. This is Chabernaud’s second campaign for the brand; Ewers closed the brand’s spring runway show.
Under Wu’s direction, Boss’ men’s wear is more modern with the brand’s signature tailored clothing complemented by sportswear-inspired outerwear, shorts, prints and bright color. The women’s collection offers light dresses in plissé technical organza and softly tailored pieces. Accessories, all produced in Italy, have also been updated.
The ads will start running in March in domestic and international publications.